Tinder introduces new ‘Super Like’ option to increase matches

Tinder is increasing the thirst factor with a new swipe called the “Super Like.”

The option, rolled out to all of the dating app’s users today, is essentially a right swipe on steroids.

Instead of swiping right to signal that they like the person, they swipe up activating the “Super Like” function, which then alerts the selected user with a badge indicating they’ve received an enhanced like.

The intent is to give the user an extra incentive to strike up a conversation since the suitor really, really, really, really likes them, or at least their profile pictures, as seen here:

tindersuperlike

Users get one free Super Like a day, which can’t be banked. Tinder Plus users, who pay $9.99 a month for extra features like unlimited right swipes, receive five Super Likes a day.

According to Tinder’s test of a small group of Australian users last month, the tool actually sparks longer conversations (70 percent longer, in fact) and matches were three times more likelier to occur.

On top of generating revenue from advertisements, Tinder CEO Sean Rad told TechCrunch that the new option is converting more people to subscribe to Tinder Plus because of the increased number of matches.

“We’ve seen Super Like have a meaningful impact on Tinder Plus conversion,” Rad said. “And that stems out of the value that people are getting from the Super Like.”

Images via Tinder.

https://digiday.com/?p=138646

More in Marketing

Digiday+ Research deep dive: Agency spending on TikTok sees a sharp decline

Agency marketers have historically been more skeptical toward TikTok than their brand marketer counterparts, and a Digiday+ Research survey found that agency spending on TikTok has fallen sharply in the last few months.

The Home Depot rebrands its retail media network in pitch for ad dollars

The Home Depot hosted its inaugural InFront, a play on the television industry’s UpFronts or NewFronts, digital media’s answer to the upfronts, for its retail media offering.

Why Georgia-Pacific consolidated most retail media spending with seven networks after testing over 25 options

Figuring out which retail media network is worth spending on given the glut of new retail media networks can be a challenge for marketers.